10 Steps to Running a News Conference

I. Determine if topic is worth a news conference or if a news release is sufficient

A. Are you clear about goals, audience(s) and message?B. Do you have a visual component for TV (e.g. backdrop,graphics) and/or sound for radio?C. Is there sufficient time to organize event coverage?D. Does story gain credibility by bringing media together?E. Can spokespeople handle question-and-answer format?

II. Choose convenient time

A. 10:00 am to 4:00 pm on weekdays is generally best formorning newspapers, TV and radio

1. Must be early to meet evening paper deadlines 2. Weekends may look good because of little competition, but less news staff available

B. Try to avoid conflict with other newsworthy events

1. Look at schedules in newspaper calendars2. Check with wire service day books, convention bureaus and other master schedule sources3. Ask friendly media

III. Pick accessible location

A. Familiar to media and close to major outletsB. Connected to topic (e.g. in front of location of story or site symbolizing issue)C. Easy to get cameras into--sufficient space, light, electrical connections; no conflicting soundD. Get needed permissions in writing

IV. Notify all media well in advance

A. Mail Media Advisory/Notice of a News Conference in outline form to arrive at least a week in advanceB. Send to news directors/editors as well as any journalists who previously covered story or related issuesC. Direct "pitch letters" to talk show producers to line up interviews after eventD. Hand deliver notice to reporters at State House, City Hall, etc. press galleries if appropriate

V. Rehearse spokespeople

A. Limit number of speakers to three or four--the entire news conference should take less than half an hourB. Remember that one double-spaced typed page takes 2 1/2 minutes to read--keep presentations shortC. Walk through event at actual site to test logisticsD. Practice responding to "tough" questionsE. Prepare news release summarizing event and highlighting key quotes--include fact sheets/charts if relevantF. Assemble copies of press kit for background information

VI. Remind reporters/producers at major media outlets

A. Consider sending reminder to same list to arrive 2-3days before event with any new informationB. Call news directors and key reporters day before eventC. Place brief last minute calls on morning of event --offer voice feeds or release to those who can't coverD. Visit press galleries to personally pitch reporters

VII. Run event smoothly

A. Sign-in reporters and give out releases/press kitsB. Introduce all speakers first and explain event format--spell out confusing names and point out data in kitsC. Cut off long-winded speakers by taking over microphoneD. Coordinate questions and answers--make sure less aggressive reporters get a chanceE. End news conference on schedule and offer individual interviews for remaining questions

VIII. Monitor coverage

A. Tape television and radio stories, copy newspapersB. Consider hiring clipping service or asking volunteers to collect coverage from distant outlets

IX. Follow-up

A. Immediately respond to any unanswered questions or requests for additional informationB. Call key reporters who were absent--offer to do phone interviews or visit in personC. Deliver releases to other outlets that did not cover--mail to weekly papers and magazinesD. Draft letters-to-the-editor to correct errors and elaborate on partial pointsE. Call editors about particularly inaccurate storiesF. Use copies of news clips to get more coverage (e.g. by sending to talk producers and editorial writers)G. Thank anyone who did an especially good story

X. Evaluate

A. Write up what worked and what did not to improve future events through "institutional memory"B. Talk to friendly reporters to get feedbackC. Update media lists based on contacts